Scandinavia is on the leading edge of global digital transformation, and strong internet and smartphone adoption have given the region (Sweden, Denmark and Norway) one of the world’s highest online travel penetration rates. Still offline channels play a key role in the market, as some Scandinavian travelers still prefer the human touch when making travel arrangements, especially in the hotel, car rental and traditional airline segments. This report provides a top-level overview of the Scandinavian travel market, including background, key characteristics, market structure and major players in each segment.

Coupled with Scandinavia’s 98% internet and 78% smartphone penetration rates, the trend toward a cashless society bodes well for the region’s online travel market. Scandinavia’s three government-owned railways stand front and center in the travel market’s digital transformation, innovating around their digital services and Wi-Fi offerings. In the air segment, on the other hand, uncertainty surrounds Norwegian Air, which has been plagued by mounting debt and is a likely acquisition target for one or more larger carriers. This publication presents a high-level summary of the Scandinavian travel market, focusing on the need-to-know developments, trends and stories that are impacting the market now.

Scandinavia’s strong affinity for digital transactions is fueling robust growth in the region’s online travel market, and online bookings now represent more than 60% of all travel revenue. Meanwhile, ambitious initiatives by leading travel suppliers are driving a distribution shift to online supplier-direct channels, which in 2018 will represent 42% of the Scandinavian travel market. This report provides current data, charts and analysis on the Scandinavian travel market, with sizing and projections from 2016-2022.

The Scandinavian countries of northern Europe – Norway, Denmark and Sweden – remain largely insulated from the political unrest and terrorist attacks that plague Europe’s major travel markets. At the same time, high Internet penetration across the region is translating to robust growth in the online travel market. Online revenue is projected to reach €9 billion in 2017, representing more than half of all travel gross bookings. This report presents findings on the Scandinavian leisure travel market, including sizing and projections from 2015-2021, analysis of key travel segments, distribution dynamics, major players, trends and more.

Despite the economic unrest and terrorist threats that plague some of Europe, the Scandinavian travel market is proving resilient. And thanks to near-universal Internet penetration, online bookings are thriving. This report presents findings on the Scandinavian leisure and unmanaged business travel markets, with sizing and projections from 2014-2020. Additional coverage includes an overview of the broader European online travel landscape, as well as analysis of Scandinavia’s key travel segments, distribution dynamics, market challenges and more.

Despite economic and political challenges in the region, Europe’s travel market continues to expand. Gross travel bookings were projected to climb 2% in 2018, with most supplier segments projected to notch at least modest gains. Online bookings are advancing faster than the overall market, and most of the online growth is now coming from suppliers’ and OTAs’ mobile platforms. This market sheet contains, in spreadsheet format, the sizing data published in Phocuswright's Europe Online Travel Overview 2018 report, with quick and easy access to 2016-2022 data on key travel markets, segments and distribution channels.

Despite economic and political challenges in the region, Europe’s travel market continues to expand. Gross travel bookings will climb 2% in 2018, with most supplier segments projected to notch at least modest gains. Online bookings are advancing faster than the overall market, and most of the online growth is now coming from suppliers’ and OTAs’ mobile platforms. This report presents findings on the European leisure and unmanaged business travel markets, with sizing and projections from 2016-2022. Additional coverage includes analysis of Europe’s key travel segments and players, distribution dynamics, market challenges and more.

Although Germany’s travel market is the largest in Europe, the country’s aging population often prefers more personalized travel planning, and offline transactions remain vital. Online penetration is climbing, however, and supplier-direct online channels are experiencing the fastest growth. This report provides a top-level overview of the German travel market, including background, key characteristics, market structure and major players in each segment.

Consolidation in Germany’s airline segment will contribute to a slight dip in gross travel bookings in 2018, after which the market is projected to establish a four-year upward trajectory. Buoyed by the country’s 90% internet penetration rate, Germany’s online travel market will flourish, and by 2022, online channels will capture more than half of all travel market revenue. This report provides current data, charts and analysis on the German travel market, with sizing and projections from 2016-2022.

The 2017 bankruptcy of Air Berlin continues to impact airline ticket prices and passenger traffic in Germany, as Eurowings, easyJet, Ryanair and Wizz Air have all looked to fill the market gap. Meanwhile, record-breaking overnight stays in the hotel segment have fueled robust growth, attracting an array of domestic and foreign investors. This publication presents a high-level summary of the German travel market, focusing on the need-to-know developments, trends and stories that are impacting the market now.